Emotional and Rational Appeals Influence on Purchase Intention of Airasia Products : Implicit and Explicit Memory as Mediator Variables

Online advertising is becoming an integral part of business elements. In the past, the use oftraditional media such as newspaper and television advertisements was normal. However, inthese past few years, it is becoming increasingly normal for advertisers to use non-traditionalmedia such as social me...

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Bibliographic Details

Main Authors:	Mohamad Asyraaf, Mohamad Attan, Janifer, Lunyai, Norazirah, Ayob, Mohd Waliuddin, Mohd Razali
Format:	Article
Language:	en
Published:	Human Resource Management Academic Research Society (HRMARS) 2023
Subjects:	H Social Sciences (General)
Online Access:	http://ir.unimas.my/id/eprint/42548/5/Emotional.pdf http://ir.unimas.my/id/eprint/42548/ https://hrmars.com/papers_submitted/17380/emotional-and-rational-appeals-influence-on-purchase-intention-of-airasia-products-implicit-and-explicit-memory-as-mediator-variables.pdf
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